Generation Z is starting to come into its own and distinguishing itself from other generations. Very often we hear talk about millennials using social sites, but Gen Z should be your focus if you’re trying to capture viewers and users in emerging markets. A report from college marketing and insights agency Fluent examines the online activity of Gen Z, along with some insights on their use of social networks.
Facebook is still the top network for many users; however, it functions as a cornerstone of social media use and not the only destination. Fluent found that 51 percent use the platform for keeping in touch with high school friends, and family, while 39 percent use it to connect with college friends.
Fluent executive vice president Michael Carey said in a release:
Facebook leads the pack by being the foundation for communication with anyone – from new to long-time friends, to family spread far and wide, as well as for favorite brands. The platform keeps on top of technology trends, from messaging to video, and that’s helped solidify its position as this generation’s default social platform. In turn, Snapchat and Instagram are leading platforms for Gen Z when it comes to maintaining more immediate and closer relationships.
More immediate services, like Instagram and Snapchat, are used to keep up with closer friends, particularly at college. Daily use is also high on these networks, with 34 and 35 percent of survey respondents used Snapchat and Instagram respectively multiple times per day .
YouTube is still a core destination for video for 80 percent of survey respondents. However Facebook has made huge gains, with 79 percent of respondents using it as a video destination. Additionally, 32 percent watched video for at least an hour a day, while 30 percent view for two hours, and 21 percent view for three hours. Clearly video has a great deal of influence.
For more information on engagement with Snapchat, and details on which social networks are rising and falling among Gen Z users, view the infographic below.